Is this yet another brand for IHG or a placeholder until a more appropriate IHG brand is selected?
The Hotel Indigo Brisbane Fortitude Valley (Australia) was first announced back in 2016 with the property originally slated to open in 2020 as Australia's first Hotel Indigo. This title has now been handed to the Hotel Indigo Adelaide Markets slated to open on 1 March.
Due to COVID-19 the launch of the Hotel Indigo Brisbane Fortitude Valley was delayed until later this month, with bookings open for stays commencing 22 February. Interestingly the property will remain under the IHG banner but will no longer launch as the Hotel Indigo Brisbane Fortitude Valley, instead the property will launch as
Hotel X Brisbane.
An article in today's edition of the TravelDaily publication (an Australian-based subscriber only publication) mentions that the property and final product offering was more luxurious than IHG first anticipated and as a result no longer fitted within the "mould" of a Hotel Indigo, as a result IHG recommended to the property owner a change of brand.
Hotel website -
www.hotelx.com.au.
You have to wonder what brand would be most appropriate, Kimpton? Perhaps this property will stay as an independent brand (under the IHG banner) until expiry of IHG's hotel management rights contract? Or potentially yet another brand for IHG?